In an unprecedented move, Royal Caribbean has officially seceded from land and declared itself The Nation of Why Not, in the first new integrated advertising campaign for the global cruise line in nearly ten years. The campaign is set to roll out today in North America and globally in 2009 and includes print and online advertising, television commercials, collateral, as well as a new social networking website – www.nationofwhynot.com.
The Nation of Why Not kicks off with two television commercials (30-second and 60-second versions) inviting vacationers to secede from land and become citizens of “the nation.” The tongue-in-cheek spots – a combination of live action and animation – begin Nov 10, during morning show programming on ABC and NBC television networks, and during prime time programming on ABC and CBS. The commercials highlight Royal Caribbean’s global destinations and innovative onboard amenities, challenging viewers to do things at sea that they could not do on land, such as “Why not ice skate on the equator and climb mountains at sea?” Additionally, print ads will launch in forty newspapers nationwide on Sunday, Nov 16, 2008.
“The Nation of Why Not is a place where innovation and imagination rule supreme,” stated Adam Goldstein, President and CEO, Royal Caribbean International. “The founding of The Nation of Why Not is not a revolution, but an evolution of Royal Caribbean’s legacy of presenting guests with a variety of unexpected possibilities on board, such as rock-climbing walls, ice-skating rinks, and surf simulators, which have always prompted the idea of ‘why not?’”
The citizens of The Nation of Why Not – from guests, cruise and shore-side staff to travel agents, architects, designers and builders – bring the concept of “Why Not?” to life by participating in, delivering and conceptualizing the global cruise line’s award-winning Gold Anchor service and signature onboard innovations. The new brand campaign not only resonates with Royal Caribbean cruisers, but is a natural fit within the existing company culture, which fosters creativity and dedication to developing the most innovative cruise ships in the world. Nine years ago the “Get Out There” campaign successfully redefined society’s perceptions about cruising and propelled Royal Caribbean to become the leader of the active cruise vacation market.
Today the Why Not? campaign connects the world to The Nation of Why Not’s “anything is possible” state-of-mind. I've already joined The Nation of Why Not and invite you to visit www.nationofwhynot.com to sign up as well!